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Gozney Retargets & Converts Anonymous Website Visitors with Direct Mail
Gozney began as a commercial-only pizza oven maker, beloved by restaurants throughout the UK (founder Tom Gozney’s full story here). By popular demand, the brand expanded internationally into residential offerings, and in the process, they changed the home pizzamaking game.
The Pre-PostPilot Challenge:
Gozney sought a way to enhance email/SMS and effectively nurture prospects through a long consideration period: beautiful pizza ovens are high-ticket items, and the brand needed an affordable, reliable way to keep their products top-of-mind.
Enter: direct mail.
The PostPilot Solution:
Since partnering with PostPilot, Gozney has launched nearly three dozen campaigns, including retention campaigns for holidays (e.g., BFCM, Father’s Day), abandoned carts, and product launches in both the U.S. and U.K.
After seeing major success with retention initiatives, the team wanted to test how direct mail could help with acquisition and began to leverage SiteMatch™.
A brand simply adds the SiteMatch pixel to their eCommerce site via Google Tag Manager or the site’s backend. The proprietary technology can identify and match 20-40% of anonymous site traffic to a physical address. Existing customers and visitors who don’t demonstrate valid intent signals are filtered out automatically, boosting acquisitions and performance.
The Gozney team sent CardalogsTM featuring a few of their products, encouraging those previous visitors to “Give the gift of fire:”
SiteMatch opened a new door for us: We’re able to reach all those people who come to our website, and it's been a phenomenal journey so far.
-Arthur Brunetti, Retention Marketing Manager, Gozney
The Results:
The PostPilot team made sure we were comfortable with everything, knew how [the pixel] worked, and that we understood what needed to be done from our side. The SiteMatch returns have been impressive.
-Arthur Brunetti, Retention Marketing Manager, Gozney
We couldn’t have said it better. Gozney’s really driven some stellar results with SiteMatch:
- $116k in revenue (on 151 orders)
- 16x ROAS
Given that brands spend millions on the Google/Meta tax driving potential customers to their sites, and <3% of those visitors become buyers, those extra conversions go right to the bottom line.
Plus, it means more pizza around the world. We can get behind that.
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